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Overview

33 Creative worked with the Sydney Peace Foundation in delivering a successful media campaign on the awarding of the 2017 Sydney Peace prize to the Black Lives Matter Global Network.

The Sydney Peace Prize is Australia’s international Prize for Peace, awarded by the Sydney Peace Foundation at the University of Sydney with support from the City of Sydney. The Sydney Peace Prize brings the Sydney community together to talk about peace, justice and nonviolence, and to honour some of the world’s most inspiring peacemakers.

Since creating the social media hashtag #BlackLivesMatter in 2012, the Black Lives Matter movement founders have strategically built the scaffolding of an on-the-ground political network that now has more than 40 chapters worldwide. The movement has become a catalyst for discussion, debate, dissent and personal expression for those who want to see an end to state and racially fuelled violence.

The focus of the media campaign was to raise awareness around the relevance of the Black Lives Matter movement in Australia, promote the work of the Sydney Peace Foundation, and support ticket sales for both the 2017 City of Sydney Peace Prize Lecture and Award Ceremony and the 2017 Sydney Peace Prize Gala Dinner.

Approach

Our work on the project involved:

Consultancy

Building targeted media contact lists

Writing and distributing media releases and media alerts

Pitching stories and media content to media outlets

Organising interviews and other media opportunities

Developing a social media posting schedule, posting content for the Sydney Peace Prize Facebook and Twitter accounts, and producing social media graphics to support the campaign

Social media content moderation

The campaign achieved strong media coverage with stories being published in The Guardian, ABC Online, The Huffington Post, NITV, and The Sydney Morning Herald, among others.